With this 100% online Advanced master’s degree, you will develop digital business models that can be scaled and adapted to different international markets” 

As the world becomes increasingly connected through the Internet, the opportunities for digital entrepreneurship in international markets are multiplying. However, the process of global expansion for a digital company is not straightforward; it requires a detailed understanding of the different cultural, legal and economic contexts of the target markets. Therefore, professionals need to delve deeper into the dynamics of International Digital Entrepreneurship, analyzing the factors that influence strategic decision-making.

In this context, TECH launches a revolutionary Advanced master’s degree in International Digital Entrepreneurship. Designed by references in this field, the academic itinerary will delve into issues ranging from the fundamentals of business administration or the tax regime to the implementation of cutting-edge marketing strategies to position companies in major search engines. In this way, graduates will develop the necessary skills to launch and manage digital businesses with a global approach, optimizing administrative, fiscal and marketing processes to adapt to international markets.

Moreover, this university program is 100% online, allowing professionals to plan their own schedules. Therefore, the only thing that specialists will need is a device with Internet access to enter the Virtual Campus. In this sense, TECH uses its innovative Relearning methodology, consisting of the progressive reiteration of the key aspects of the syllabus to ensure its optimal natural assimilation. In addition, it includes unique Masterclasses given by a prestigious International Guest Director.

A renowned International Guest Director will offer exclusive Masterclasses on the latest trends in International Digital Entrepreneurship” 

This Advanced master’s degree in International Digital Entrepreneurship contains the most complete and up-to-date program on the market. The most important features include:

• Practical cases presented by experts in International Digital Entrepreneurship
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice
• Practical exercises where self-assessment can be used to improve learning
• A special emphasis on innovative methodologies in the field of International Digital Entrepreneurship
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection

You will create numerous e-commerce strategies through mobile devices, optimizing shopping experiences” 

It includes in its teaching staff professionals belonging to the field of International Digital Entrepreneurship, who pour into this program the experience of their work, in addition to recognized specialists from reference companies and prestigious universities.

Its multimedia content, developed with the latest educational technology, will provide professionals with situated and contextualized learning, that is, a simulated environment that will provide immersive study set up to prepare them in real-life situations.

This program is designed around Problem-Based Learning, whereby the student must try to solve the different professional practice situations that arise throughout the program. For this purpose, the professional will be assisted by an innovative interactive video system created by renowned and experienced experts.

With the most highly valued means of study in online teaching, this university program will allow you to advance unstoppably in your professional growth"

A curriculum based on the revolutionary Relearning methodology, which will allow you to consolidate complex concepts with efficiency and dynamism"

The academic itinerary will delve into aspects ranging from the particularities of digital communication or search engine marketing to the most effective strategies for managing institutions in the digital environment. In this way, graduates will develop advanced skills to lead innovative projects in global markets, adapting to diverse contexts. At the same time, they will master key technological tools such as e-commerce platforms, digital marketing and data analysis, which will allow them to maximize results.    

You will maintain international networks that drive collaboration and business opportunities” 

Module 1. Leadership, Ethics and Social Responsibility in Companies

1.1. Globalization and Governance

1.1.1. Governance and Corporate Governance
1.1.2. The Fundamentals of Corporate Governance in Companies
1.1.3. The Role of the Board of Directors in  the Corporate Governance Framework

1.2. Leadership

1.2.1. Leadership. A Conceptual Approach
1.2.2. Leadership in Companies
1.2.3. The Importance of Leaders in Business Management

1.3. Cross Cultural Management

1.3.1. Cross Cultural Management Concept
1.3.2. Contributions to Knowledge of National Cultures
1.3.3. Diversity Management

1.4. Management and Leadership Development

1.4.1. Concept of Management Development
1.4.2. Concept of Leadership
1.4.3. Leadership Theories
1.4.4. Leadership Styles
1.4.5. Intelligence in Leadership
1.4.6. The Challenges of Today's Leader

1.5. Business Ethics

1.5.1. Ethics and Morality
1.5.2. Business Ethics
1.5.3. Leadership and Ethics in Companies

1.6. Sustainability

1.6.1. Sustainability and Sustainable Development
1.6.2. The 2030 Agenda
1.6.3. Sustainable Companies

1.7. Corporate Social Responsibility

1.7.1. International Dimensions of Corporate Social Responsibility
1.7.2. Implementing Corporate Social Responsibility
1.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

1.8.1. CSR: Corporate Social Responsibility
1.8.2. Essential Aspects for Implementing a Responsible Management Strategy
1.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
1.8.4. CSR Tools and Standards

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Corporations and Human Rights
1.9.2. Multinational Corporations and International Law
1.9.3. Legal Instruments for Multinationals in the Area of Human Rights

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. International Labor Law

Module 2. Strategic Management and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Conceptual Framework
2.1.2. Key Elements in Organizational Design
2.1.3. Basic Organizational Models
2.1.4. Organizational Design: Typologies

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Types of Growth Strategies
2.2.3. Conceptual Framework

2.3. Strategic Planning and Strategy Formulation

2.3.1. Conceptual Framework
2.3.2. Elements of Strategic Planning
2.3.3. Strategy Formulation: Strategic Planning Process

2.4. Strategic Thinking

2.4.1. The Company as a System
2.4.2. Organization Concept

2.5. Financial Diagnosis

2.5.1. Concept of Financial Diagnosis
2.5.2. Stages of Financial Diagnosis
2.5.3. Assessment Methods for Financial Diagnosis

2.6. Planning and Strategy

2.6.1. The Plan from a Strategy
2.6.2. Strategic Positioning
2.6.3. Strategy in Companies

2.7. Strategy Models and Patterns

2.7.1. Conceptual Framework
2.7.2. Strategic Models
2.7.3. Strategic Patterns: The Five P’s of Strategy

2.8. Competitive Strategy

2.8.1. Competitive Advantage
2.8.2. Choosing a Competitive Strategy
2.8.3. Strategies based on the Strategic Clock Model
2.8.4. Types of Strategies According to the Industrial Sector Life Cycle

2.9. Strategic Management

2.9.1. The Concept of Strategy
2.9.2. The Process of Strategic Management
2.9.3. Approaches in Strategic Management

2.10 Strategy Implementation

2.10.1. Indicator Systems and Process Approach
2.10.2. Strategic Map
2.10.3. Strategic Alignment

2.11. Executive Management

2.11.1. Conceptual Framework of Executive Management
2.11.2. Executive Management. The Role of the Board of Directors and Corporate Management Tools

2.12. Strategic Communication

2.12.1. Interpersonal Communication
2.12.2. Communication Skills and Influence
2.12.3. Internal Communication
2.12.4. Barriers to Business Communication

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Behavior. Conceptual Framework
3.1.2. Main Factors of Organizational Behavior

3.2. People in Organizations

3.2.1. Quality of Work Life and Psychological Well-Being
3.2.2. Work Teams and Meeting Management
3.2.3. Coaching and Team Management
3.2.4. Managing Equality and Diversity

3.3. Strategic People Management

3.3.1. Strategic Human Resources Management
3.3.2. Strategic People Management

3.4. Evolution of Resources. An Integrated Vision

3.4.1. The Importance of Human Resources
3.4.2. A New Environment for People Management and Leadership
3.4.3. Strategic Human Resources Management

3.5. Selection, Group Dynamics and Human Resources Recruitment

3.5.1. Approach to Recruitment and Selection
3.5.2. Recruitment
3.5.3. The Selection Process

3.6. Human Resources Management by Competencies

3.6.1. Analysis of the Potential
3.6.2. Remuneration Policy
3.6.3. Career/Succession Planning

3.7. Performance Evaluation and Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Management of Training

3.8.1. Learning Theories
3.8.2. Talent Detection and Retention
3.8.3. Gamification and Talent Management
3.8.4. Training and Professional Obsolescence

3.9. Talent Management

3.9.1. Keys for Positive Management
3.9.2. Conceptual Origin of Talent and Its Implication in the Company
3.9.3. Map of Talent in the Organization
3.9.4. Cost and Added Value

3.10. Innovation in Talent and People Management

3.10.1. Strategic Talent Management Models
3.10.2.  Talent Identification, Training and Development
3.10.3. Loyalty and Retention
3.10.4. Proactivity and Innovation

3.11. Motivation

3.11.1. The Nature of Motivation
3.11.2. Expectations Theory
3.11.3. Needs Theory
3.11.4. Motivation and Financial Compensation

3.12. Employer Branding

3.12.1. Employer Branding in Human Resources
3.12.2. Personal Branding for Human Resources Professionals

3.13. Developing High-Performance Teams

3.13.1. High-Performance Teams: Self-Managed Teams
3.13.2. Methodologies for the Management of High-Performance Self-Managed Teams

3.14. Management Skills Development

3.14.1. What Are Manager Competencies?
3.14.2. Elements of Competencies
3.14.3. Knowledge
3.14.4. Management Skills
3.14.5. Attitudes and Values in Managers
3.14.6. Managerial Skills

3.15. Time Management

3.15.1. Benefits
3.15.2. What Can Be the Causes of Poor Time Management?
3.15.3. Time
3.15.4. Time Illusions
3.15.5. Attention and Memory
3.15.6. State of Mind
3.15.7. Time Management
3.15.8. Being Proactive
3.15.9. Being Clear About the Objective
3.15.10. Order
3.15.11. Planning

3.16. Change Management

3.16.1. Change Management
3.16.2. Type of Change Management Processes
3.16.3. Stages or Phases in the Change Management Process

3.17. Negotiation and Conflict Management

3.17.1. Negotiation
3.17.2. Conflict Management
3.17.3. Crisis Management

3.18. Executive Communication

3.18.1. Internal and External Communication in the Corporate Environment
3.18.2. Communication Departments
3.18.3. The Person in Charge of Communication of the Company. The Profile of the Dircom

3.19. Human Resources Management and Occupational Risk Prevention Teams

3.19.1. Management of Human Resources and Teams
3.19.2. Occupational Risk Prevention

3.20. Productivity, Attraction, Retention and Activation of Talent

3.20.1. Productivity
3.20.2. Talent Attraction and Retention Levers

3.21. Monetary Compensation vs. Non-Cash

3.21.1. Monetary Compensation vs. Non-Cash
3.21.2. Wage Band Models
3.21.3. Non-Cash Compensation Models
3.21.4. Working Model
3.21.5. Corporate Community
3.21.6. Company Image
3.21.7. Emotional Salary

3.22. Innovation in Talent and People Management

3.22.1. Innovation in Organizations
3.22.2. New Challenges in the Human Resources Department
3.22.3. Innovation Management
3.22.4. Tools for Innovation

3.23. Knowledge and Talent Management

3.23.1. Knowledge and Talent Management
3.23.2. Knowledge Management Implementation

3.24. Transforming Human Resources in the Digital Era

3.24.1. The Socioeconomic Context
3.24.2. New Forms of Corporate Organization
3.24.3. New Methodologies

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Macroeconomic Environment and the National Financial System
4.1.2. Financial Institutions
4.1.3. Financial Markets
4.1.4. Financial Assets
4.1.5. Other Financial Sector Entities

4.2. Company Financing

4.2.1. Sources of Financing
4.2.2. Types of Financing Costs

4.3. Executive Accounting

4.3.1. Basic Concepts
4.3.2. The Company's Assets
4.3.3. The Company's Liabilities
4.3.4. The Company's Net Worth
4.3.5. The Income Statement

4.4. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. The Capital Budget
4.6.3. The Operating Budget
4.6.5. Treasury Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Necessary Working Capital
4.7.2. Calculation of Operating Cash Requirements
4.7.3. Credit Management

4.8. Corporate Tax Responsibility

4.8.1. Basic Tax Concepts
4.8.2. Corporate Income Tax
4.8.3. Value Added Tax
4.8.4. Other Taxes Related to Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the State

4.9. Corporate Control Systems

4.9.1. Analysis of Financial Statements
4.9.2. The Company's Balance Sheet
4.9.3. The Profit and Loss Statement
4.9.4. The Statement of Cash Flows
4.9.5. Ratio Analysis

4.10. Financial Management

4.10.1. The Company's Financial Decisions
4.10.2. Financial Department
4.10.3. Cash Surpluses
4.10.4. Risks Associated with Financial Management
4.10.5. Financial Administration Risk Management

4.11. Financial Planning

4.11.1. Definition of Financial Planning
4.11.2. Actions to Be Taken in Financial Planning
4.11.3. Creation and Establishment of the Business Strategy
4.11.4. The Cash Flow Table
4.11.5. The Working Capital Table

4.12. Corporate Financial Strategy

4.12.1. Corporate Strategy and Sources of Financing
4.12.2. Financial Products for Corporate Financing

4.13. Macroeconomic Context

4.13.1. Macroeconomic Context
4.13.2. Relevant Economic Indicators
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes
4.13.4. Economic Cycles

4.14. Strategic Financing

4.14.1. Self-Financing
4.14.2. Increase in Equity
4.14.3. Hybrid Resources
4.14.4. Financing Through Intermediaries

4.15. Money and Capital Markets

4.15.1. The Money Market
4.15.2. The Fixed Income Market
4.15.3. The Equity Market
4.15.4. The Foreign Exchange Market
4.15.5. The Derivatives Market

4.16. Financial Analysis and Planning

4.16.1. Analysis of the Balance Sheet
4.16.2. Analysis of the Income Statement
4.16.3. Profitability Analysis

4.17. Analyzing and Solving Cases/Problems

4.17.1. Financial Information on Industria de Diseño y Textil, S.A. (INDITEX)

Module 5. Operations and Logistics Management

5.1. Operations Direction and Management

5.1.1. The Role of Operations
5.1.2. The Impact of Operations on the Management of Companies
5.1.3. Introduction to Operations Strategy
5.1.4. Operations Management

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Logistics Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)

5.3.1. Production System
5.3.2. Production Strategy
5.3.3. Inventory Management System
5.3.4. Production Indicators

5.4. Structure and Types of Procurement

5.4.1. Function of Procurement
5.4.2. Procurement Management
5.4.3. Types of Purchases
5.4.4. Efficient Purchasing Management of a Company
5.4.5. Stages of the Purchase Decision Process

5.5. Economic Control of Purchasing

5.5.1. Economic Influence of Purchases
5.5.2. Cost Centers
5.5.3. Budget
5.5.4. Budgeting vs. Actual Expenditure
5.5.5. Budgetary Control Tools

5.6. Warehouse Operations Control

5.6.1. Inventory Control
5.6.2. Location Systems
5.6.3. Stock Management Techniques
5.6.4. Storage Systems

5.7. Strategic Purchasing Management

5.7.1. Business Strategy
5.7.2. Strategic Planning
5.7.3. Purchasing Strategies

5.8. Typologies of the Supply Chain (SCM)

5.8.1. Supply Chain
5.8.2. Benefits of Supply Chain Management
5.8.3. Logistical Management in the Supply Chain

5.9. Supply Chain Management

5.9.1. The Concept of Supply Chain Management (SCM)
5.9.2. Costs and Efficiency of the Operations Chain
5.9.3. Demand Patterns
5.9.4. Operations Strategy and Change

5.10. Interactions Between the SCM and All Other Departments

5.10.1. Interaction of the Supply Chain
5.10.2. Interaction of the Supply Chain. Integration by Parts
5.10.3. Supply Chain Integration Problems
5.10.4. Supply Chain

5.11. Logistics Costs

5.11.1. Logistics Costs
5.11.2. Problems with Logistics Costs
5.11.3. Optimizing Logistic Costs

5.12. Profitability and Efficiency of Logistics Chains: KPIs

5.12.1. Logistics Chain
5.12.2. Profitability and Efficiency of the Logistics Chain
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain

5.13. Process Management

5.13.1.  Process Management
5.13.2. Process-Based Approach: Process Mapping
5.13.3. Improvements in Process Management

5.14. Distribution and Transportation Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support for Logistics

5.15. Logistics and Customers

5.15.1. Demand Analysis
5.15.2. Demand and Sales Forecast
5.15.3. Sales and Operations Planning
5.15.4. Collaborative Planning, Forecasting and Replenishment (CPFR)

5.16. International Logistics

5.16.1.  Export and Import Processes
5.16.2. Customs
5.16.3. Methods and Means of International Payment
5.16.4. International Logistics Platforms

5.17. Outsourcing of Operations

5.17.1. Operations Management and Outsourcing
5.17.2. Outsourcing Implementation in Logistics Environments

5.18. Competitiveness in Operations

5.18.1. Operations Management
5.18.2. Operational Competitiveness
5.18.3. Operations Strategy and Competitive Advantages

5.19. Quality Management

5.19.1. Internal and External Customers
5.19.2. Quality Costs
5.19.3. Ongoing Improvement and the Deming Philosophy

Module 6. Information Systems Management

6.1. Technological Environment

6.1.1. Technology and Globalization
6.1.2. Economic Environment and Technology
6.1.3. Technological Environment and Its Impact on Companies

6.2. Information Systems in Companies

6.2.1. The Evolution of the IT Model
6.2.2. Organization and IT Departments
6.2.3. Information Technology and Economic Environment

6.3. Corporate Strategy and Technology Strategy

6.3.1. Creating Value for Customers and Shareholders
6.3.2. Strategic IS/IT Decisions
6.3.3. Corporate Strategy vs. Technological and Digital Strategy

6.4. Information Systems Management

6.4.1. Corporate Governance of Technology and Information Systems
6.4.2. Management of Information Systems in Companies
6.4.3. Expert Managers in Information Systems: Roles and Functions

6.5. Information Technology Strategic Planning

6.5.1. Information Systems and Corporate Strategy
6.5.2. Strategic Planning of Information Systems
6.5.3. Phases of Information Systems Strategic Planning

6.6. Information Systems for Decision-Making

6.6.1. Business Intelligence
6.6.2. Data Warehouse
6.6.3. BSC or Balanced Scorecard

6.7. Exploring the Information

6.7.1. SQL: Relational Databases. Basic Concepts
6.7.2. Networks and Communications
6.7.3. Operational System: Standardized Data Templates
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6.7.5. Strategic DB Analysis and Report Composition

6.8. Enterprise Business Intelligence

6.8.1. The World of Data
6.8.2. Relevant Concepts
6.8.3. Main Characteristics
6.8.4. Solutions in Today's Market
6.8.5. Overall Architecture of a BI Solution
6.8.6. Cybersecurity in BI and Data Science

6.9. New Business Concept

6.9.1. Why BI?
6.9.2. Obtaining Information
6.9.3. BI in the Different Departments of the Company
6.9.4. Reasons to Invest in BI

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool?
6.10.2. Microsoft Power BI, MicroStrategy and Tableau
6.10.3. SAP BI, SAS BI and Qlikview
6.10.4. Prometheus

6.11. BI Project Planning and Management

6.11.1. First Steps to Define a BI Project
6.11.2. BI Solution for the Company
6.11.3. Requirements and Objectives

6.12. Corporate Management Applications

6.12.1. Information Systems and Corporate Management
6.12.2. Applications for Corporate Management
6.12.3. Enterprise Resource Planning Systems or ERP

6.13. Digital Transformation

6.13.1. Conceptual Framework of Digital Transformation
6.13.2. Digital Transformation; Key Elements, Benefits and Drawbacks
6.13.3. Digital Transformation in Companies

6.14. Technology and Trends

6.14.1. Main Trends in the Field of Technology that are Changing Business Models
6.14.2. Analysis of the Main Emerging Technologies

6.15. IT Outsourcing

6.15.1. Conceptual Framework of Outsourcing
6.15.2. IT Outsourcing and Its Impact on the Business
6.15.3. Keys to Implement Corporate IT Outsourcing Projects

Module 7. Commercial Management, Strategic Marketing and Corporate Communication

7.1. Commercial Management

7.1.1. Conceptual Framework of Commercial Management
7.1.2. Business Strategy and Planning
7.1.3. The Role of Sales Managers

7.2. Marketing

7.2.1. The Concept of Marketing
7.2.2. Basic Elements of Marketing
7.2.3. Marketing Activities of the Company

7.3. Strategic Marketing Management

7.3.1. The Concept of Strategic Marketing
7.3.2. Concept of Strategic Marketing Planning
7.3.3. Stages in the Process of Strategic Marketing Planning

7.4. Digital Marketing and E-Commerce

7.4.1. Digital Marketing and E-Commerce Objectives
7.4.2. Digital Marketing and Media Used
7.4.3. E-Commerce. General Context
7.4.4. Categories of E-Commerce
7.4.5. Advantages and Disadvantages of E-Commerce Versus Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
7.5.2. Design and Creation of a Digital Marketing Plan
7.5.3. ROI Analysis in a Digital Marketing Plan

7.6. Digital Marketing to Reinforce a Brand

7.6.1. Online Strategies to Improve Your Brand's Reputation
7.6.2. Branded Content and Storytelling

7.7. Digital Marketing Strategy

7.7.1. Defining the Digital Marketing Strategy
7.7.2. Digital Marketing Strategy Tools

7.8. Digital Marketing to Attract and Retain Customers

7.8.1. Loyalty and Engagement Strategies through the Internet
7.8.2. Visitor Relationship Management
7.8.3. Hypersegmentation

7.9. Managing Digital Campaigns

7.9.1. What Is a Digital Advertising Campaign?
7.9.2. Steps to Launch an Online Marketing Campaign
7.9.3. Mistakes in Digital Advertising Campaigns

7.10. Online Marketing Plan

7.10.1. What Is an Online Marketing Plan?
7.10.2. Steps to Create an Online Marketing Plan
7.10.3. Advantages of Having an Online Marketing Plan

7.11. Blended Marketing

7.11.1. What Is Blended Marketing?
7.11.2. Differences Between Online and Offline Marketing
7.11.3. Aspects to Be Taken into Account in the Blended Marketing Strategy
7.11.4. Features of a Blended Marketing Strategy
7.11.5. Recommendations in Blended Marketing
7.11.6. Benefits of Blended Marketing

7.12. Sales Strategy

7.12.1. Sales Strategy
7.12.2. Sales Methods

7.13. Corporate Communication

7.13.1. Concept
7.13.2. The Importance of Communication in the Organization
7.13.3. Type of Communication in the Organization
7.13.4. Functions of Communication in the Organization
7.13.5. Elements of Communication
7.13.6. Communication Problems
7.13.7. Communication Scenarios

7.14. Corporate Communication Strategy

7.14.1. Motivational Programs, Social Action, Participation and Training with HR
7.14.2. Internal Communication Tools and Supports”
7.14.3. Internal Communication Plan

7.15. Digital Communication and Reputation

7.15.1. Online Reputation
7.15.2. How to Measure Digital Reputation?
7.15.3. Online Reputation Tools
7.15.4. Online Reputation Report
7.15.5. Online Branding

Module 8. Market Research, Advertising and Commercial Management

8.1. Market Research

8.1.1. Marketing Research: Historical Origin
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research
8.1.3. Key Elements and Value Contribution of Market Research

8.2. Quantitative Research Methods and Techniques

8.2.1. Sample Size
8.2.2. Sampling
8.2.3. Types of Quantitative Techniques

8.3. Qualitative Research Methods and Techniques

8.3.1. Types of Qualitative Research
8.3.2. Qualitative Research Techniques

8.4. Market Segmentation

8.4.1. Market Segmentation Concept
8.4.2. Utility and Segmentation Requirements
8.4.3. Consumer Market Segmentation
8.4.4. Industrial Market Segmentation
8.4.5. Segmentation Strategies
8.4.6. Segmentation Based on Marketing Mix Criteria
8.4.7. Market Segmentation Methodology

8.5. Research Project Management

8.5.1. Market Research as a Process
8.5.2. Planning Stages in Market Research
8.5.3. Stages of Market Research Implementation
8.5.4. Managing a Research Project

8.6. International Market Research

8.6.1. International Market Research
8.6.2. International Market Research Process
8.6.3. The Importance of Secondary Sources in International Market Research

8.7. Feasibility Studies

8.7.1. Concept and Usefulness
8.7.2. Outline of a Feasibility Study
8.7.3. Development of a Feasibility Study

8.8. Publicity

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising; Principles, Concept of Briefing and Positioning
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.8.4. Importance of Advertising in Business
8.8.5. Advertising Trends and Challenges

8.9. Developing the Marketing Plan

8.9.1. Marketing Plan Concept
8.9.2. Situation Analysis and Diagnosis
8.9.3. Strategic Marketing Decisions
8.9.4. Operational Marketing Decisions

8.10. Promotion and Merchandising Strategies

8.10.1. Integrated Marketing Communication
8.10.2. Advertising Communication Plan
8.10.3. Merchandising as a Communication Technique

8.11. Media Planning

8.11.1. Origin and Evolution of Media Planning
8.11.2. Media
8.11.3. Media Plan

8.12. Fundamentals of Commercial Management

8.12.1. The Role of Commercial Management
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.12.3. Commercial Planning Systems of the Company
8.12.4. Main Competitive Strategies

8.13. Commercial Negotiation

8.13.1. Commercial Negotiation
8.13.2. Psychological Issues in Negotiation
8.13.3. Main Negotiation Methods
8.13.4. The Negotiation Process

8.14. Decision-Making in Commercial Management

8.14.1. Commercial Strategy and Competitive Strategy
8.14.2. Decision Making Models
8.14.3.  Decision-Making Analytics and Tools
8.14.4. Human Behavior in Decision Making

8.15. Sales Network Management

8.15.1.  Sales Management 
8.15.2. Networks Serving Commercial Activity
8.15.3. Salesperson Recruitment and Training Policies
8.15.4. Remuneration Systems for Own and External Commercial Networks
8.15.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information

8.16. Implementing the Commercial Function

8.16.1. Recruitment of Own Sales Representatives and Sales Agents
8.16.2. Controlling Commercial Activity
8.16.3. The Code of Ethics of Sales Personnel
8.16.4. Compliance with Legislation
8.16.5. Generally Accepted Standards of Business Conduct

8.17. Key Account Management

8.17.1. Concept of Key Account Management
8.17.2. The Key Account Manager
8.17.3. Key Account Management Strategy

8.18. Financial and Budgetary Management

8.18.1. The Break-Even Point
8.18.2. The Sales Budget. Control of Management and of the Annual Sales Plan
8.18.3. Financial Impact of Strategic Sales Decisions
8.18.4. Cycle Management, Turnover, Profitability and Liquidity
8.18.5. Income Statement

Module 9. Innovation and Project Management

9.1. Innovation

9.1.1. Introduction to Innovation
9.1.2. Innovation in the Entrepreneurial Ecosystem
9.1.3. Instruments and Tools for the Business Innovation Process

9.2. Innovation Strategy

9.2.1. Strategic Intelligence and Innovation
9.2.2. Innovation from Strategy

9.3. Project Management for Startups

9.3.1.  Startup Concept
9.3.2. Lean Startup Philosophy
9.3.3. Stages of Startup Development
9.3.4. The Role of a Project Manager in a Startup

9.4. Business Model Design and Validation

9.4.1. Conceptual Framework of a Business Model
9.4.2. Business Model Design and Validation

9.5. Project Management

9.5.1. Project Management: Identification of Opportunities to Develop Corporate Innovation Projects
9.5.2. Main Stages or Phases in the Direction and Management of Innovation Projects

9.6. Project Change Management: Training Management

9.6.1. Concept of Change Management
9.6.2. The Change Management Process
9.6.3. Change Implementation

9.7. Project Communication Management

9.7.1. Project Communications Management
9.7.2. Key Concepts for Project Communications Management
9.7.3. Emerging Trends
9.7.4. Adaptations to Equipment
9.7.5. Planning Communications Management
9.7.6. Managing Communications
9.7.7. Monitoring Communications

9.8. Traditional and Innovative Methodologies

9.8.1. Innovative Methodologies
9.8.2. Basic Principles of Scrum
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies

9.9. Creation of a Startup

9.3.1. Creation of a Startup
9.3.2. Organization and Culture
9.3.3. Top Ten Reasons Why Startups Fail

9.10. Project Risk Management Planning

9.10.1. Risk Planning
9.10.2. Elements for Creating a Risk Management Plan
9.10.3. Tools for Creating a Risk Management Plan
9.10.4. Content of the Risk Management Plan

Module 10. Executive Management

10.1. General Management

10.1.1. The Concept of General Management
10.1.2. The Role of the CEO
10.1.3. The CEO and Their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Manager Functions: Organizational Culture and Approaches

10.2.1. Manager Functions: Organizational Culture and Approaches

10.3. Operations Management

10.3.1. The Importance of Management
10.3.2. Value Chain
10.3.3. Quality Management

10.4. Public Speaking and Spokesperson Education

10.4.1.  Interpersonal Communication
10.4.2. Communication Skills and Influence
10.4.3. Communication Barriers

10.5. Personal and Organizational Communications Tools

10.5.1. Interpersonal Communication
10.5.2. Interpersonal Communication Tools
10.5.3. Communication in the Organization
10.5.4. Tools in the Organization

10.6. Communication in Crisis Situations

10.6.1. Crisis
10.6.2. Phases of the Crisis
10.6.3. Messages: Contents and Moments

10.7. Preparation of a Crisis Plan

10.7.1. Analysis of Possible Problems
10.7.2. Planning
10.7.3. Adequacy of Personnel

10.8. Emotional Intelligence

10.8.1. Emotional Intelligence and Communication
10.8.2. Assertiveness, Empathy and Active Listening
10.8.3. Self-Esteem and Emotional Communication

10.9. Personal Branding

10.9.1. Strategies for Personal Brand Development
10.9.2. Personal Branding Laws
10.9.3. Tools for Creating Personal Brands

10.10. Leadership and Team Management

10.10.1. Leadership and Leadership Styles
10.10.2. Leader Capabilities and Challenges
10.10.3. Managing Change Processes
10.10.4. Managing Multicultural Teams

Module 11. Business Administration: Introduction and Organization

11.1. The Company and its Components

11.1.1. The Concept of Business
11.1.2. Functions and Classifications of Business Objectives
11.1.3. Entrepreneurship
11.1.4. Types of Companies

11.2. The Company as a System

11.2.1. Concepts of the System
11.2.2. The Models
11.2.3. Company Subsystems
11.2.4. Subsystem of Values

11.3. The Company Setting

11.3.1. Setting and Value
11.3.2. General Environment
11.3.3. Specific Environment
11.3.4. Analysis Tools

11.4. Management Function

11.4.1. Basic Concepts
11.4.2. What Does It Mean to Manage a Company?
11.4.3. Decision-Making.
11.4.4. Leadership

11.5. Business Planning

11.5.1. Business Plan
11.5.2. Elements of Planning
11.5.3. Stages
11.5.4. Planning Tools

11.6. Business Control

11.6.1. Concept, Types and Terminology
11.6.2. Management Control
11.6.3. Quality Control
11.6.4. Balanced Scorecard

11.7. Business Organization

11.7.1. Basic Concepts
11.7.2. Organizational Structure
11.7.3. Cultural Dimensions
11.7.4. Model Structures

11.8. Management of Human Resources

11.8.1. Motivation
11.8.2. Recruitment and Selection
11.8.3. Personnel Training
11.8.4. Performance Assessment

11.9. Elements in Marketing and Finance

11.9.1. Concept and Stages
11.9.2. Marketing and the Markets
11.9.3. Strategic Marketing
11.9.4. Relationship and Synergies

Module 12. Introduction to ICTs

12.1. Information Systems: Features, Functions and Types

12.1.1. Introduction to ICTs
12.1.2. Principles
12.1.3. Features
12.1.4. Beginnings
12.1.5. Advantages and Disadvantages
12.1.6. Typology
12.1.7. Types of Information Systems
12.1.8. Business Processes

12.2.  Information Systems: Influence, Competitive Advantage and Strategies Based on Networks and Web 2.0 12.2.1. ICT Influences

12.2.2. Current
12.2.3. Global
12.2.4. Competitive Advantages
12.2.5. Strategies Based on Web 2.0
12.2.6. Network Strategies

12.3.  Information and Communication Technologies (ICTs)

12.3.1. Components
12.3.2. Concept
12.3.3. Types of Components
12.3.4. Applications
12.3.5. Infrastructure Evolution
12.3.6. History
12.3.7. Current Situation and Development
12.3.8. ICT Infrastructure Administration
12.3.9. Drivers
12.3.10. Administration

12.4.  Hardware and Hardware Trends

12.4.1. Hardware
12.4.2. Concept
12.4.3. Hardware Evolution
12.4.4. Hardware and Software Classification
12.4.5. Hardware Trends
12.4.6. Data Processing
12.4.7. Accelerating Processes
12.4.8. Storing Processed Data
12.4.9. Graphic Visualization

12.5.  Integration of Processing and Telecommunication Platforms

12.5.1. Integration
12.5.2. Conceptualization
12.5.3. Evolution
12.5.4. Business Interdependence
12.5.5. Integration and Competition
12.5.6. Integration Tools
12.5.7. Big Data

12.6. Processing Modes, Virtualization and Multi-Core Processors

12.6.1. Different Models
12.6.2. Multiprocessor Systems
12.6.3. Concept of Processing
12.6.4. Virtualization
12.6.5. Requirements
12.6.6. Hypervisors
12.6.7. Paravirtualization

12.7. Software and Software Platforms

12.7.1. Software
12.7.2. Context
12.7.3. Concepts and Definitions
12.7.4. Applications
12.7.5. Software Platforms
12.7.6. Current Platforms
12.7.7. The Evolution of Platforms

12.8. Java Language and Business Application Integration

12.8.1. Java
12.8.2. Concepts
12.8.3. Features
12.8.4. Highlights
12.8.5. Business Applications Architecture
12.8.6. Concept
12.8.7. Integration in Companies
12.8.8. Transcoding
12.8.9. Adapting Semantic Content

12.9. Networks: Corporate Networks and Connectivity Technologies

12.9.1. Corporate Networks and Connectivity Technologies
12.9.2. Transformation
12.9.3. Connectivity in Companies
12.9.4. Connectivity Solutions
12.9.5. Transmission Types and Means
12.9.6. Concept and Definitions
12.9.7. Transmission Maps

12.10. Internet, the Web, Web 2.0 and Web 3.0 12.10.1.  What Is the Internet?

12.10.2. Conceptualization
12.10.3. Applications
12.10.4. Web 1.0
12.10.5. Conceptualization
12.10.6. Static Content
12.10.7. Dissemination
12.10.8. Web 2.0
12.10.9. Conceptualization
12.10.10. Dynamic Content
12.10.11. Development
12.10.12. Web 3.0
12.10.13. Conceptualization
12.10.14. Multidevice Content
12.10.15. The Intelligent Web

12.11.  Business Tools for Communication and Coordination

12.11.1. Business Tools
12.11.2. Distance Management
12.11.3. Planning Communication
12.11.4. Coordination Methods
12.11.5. International Coordination
12.11.6. International Coordination
12.11.7. Concept of Online

12.12. Traditional File Organization, Data Management Systems, and Data Warehouses and Mining

12.12.1. Data Storage.
12.12.2. Data Analysis
12.12.3. Types of Storage
12.12.4. Type of Storable Information
12.12.5. Data Variability
12.12.6. Data Management Systems
12.12.7. Balanced Scorecard
12.12.8. Planning Process
12.12.9. Management Indicators
12.12.10. Data Mining
12.12.11. Concept
12.12.12. Computational Complexity Theory
12.12.13. Trends

12.13. Company Systems: Business Management and Decision Support Systems

12.13.1. Decision Support Systems
12.13.2. Support Systems: DSS
12.13.3. Decision Making Based on Data Management
12.13.4. Business Management Processes
12.13.5. Concept of Management
12.13.6. Stages of the Process

12.14. E-Commerce

12.14.1. e-Commerce Significance
12.14.2. Concept
12.14.3. B2B
12.14.4. Implications
12.14.5. e-Commerce Challenges
12.14.6. Main Types of e-Commerce
12.14.7. Types of e-Commerce
12.14.8. Trading Markets
12.14.9. Evolution and Repercussion
12.14.10. Expansion
12.14.11. Global Repercussion

Module 13. Business Management

13.1. Manager Functions: Organizational Culture and Approaches

13.1.1. Manager Functions
13.1.2. Management Strategy
13.1.3. Organizational Culture

13.2. Change Management Process

13.2.1. Types
13.2.2. Resistance
13.2.3. Stimulating Innovation
13.2.4. Management Models

13.3. Decision-Making.

13.3.1. Management and Decision-Making Processes
13.3.2. Management Styles
13.3.3. Types of Decisions

13.4. Strategic Planning

13.4.1. Objectives
13.4.2. Methods
13.4.3. Planning Dynamic Environments

13.5. The Process of Strategic Management

13.5.1. Types of Processes
13.5.2. Processes Mission and Analysis
13.5.3. Implementing Processes and Assessment

13.6. Organizational Structures

13.6.1. General Concepts
13.6.2. Mechanistic Structures
13.6.3. Organic Structures

13.7. Organizational Designs

13.7.1. Purpose behind Organization
13.7.2. Contingency Factors
13.7.3. Types of Design

13.8. Team Development and Performance

13.8.1. Definition and General Concepts
13.8.2. Efficient Teams
13.8.3. Global Teams

13.9. Company Communication

13.9.1. Function of Company Communication
13.9.2. Communication Methods
13.9.3. ICT Influences

13.10. Interpersonal and Organizational Communication

13.10.1. Basic Concepts
13.10.2. Interpersonal Communication
13.10.3. Organizational Communication

13.11. Company Motivation

13.11.1. Concept of Motivation and Application
13.11.2. Theories of Motivation
13.11.3. Motivation Implementation

13.12. Company Leadership

13.12.1. Contingency Theories
13.12.2. Types of Leadership
13.12.3. Company Leadership Implementation

13.13. Operations Control

13.13.1. Concepts of Control and Management Control
13.13.2. Control Processes
13.13.3. Measurements and Assessment

13.14. Operations Control Management

13.14.1. Control Tools
13.14.2. Correction Systems
13.14.3. Operations Control Advantages and Problems

13.15. Operations Management

13.15.1. The Importance of Management
13.15.2. Value Chain
13.15.3. Quality Management
13.10.4. Warehousing, Picking and Packing Costs
13.10.5. Distribution Costs

Module 13. Business Management

13.1. Manager Functions: Organizational Culture and Approaches

13.1.1. Manager Functions
13.1.2. Management Strategy
13.1.3. Organizational Culture

13.2. Change Management Process

13.2.1. Types
13.2.2. Resistance
13.2.3. Stimulating Innovation
13.2.4. Management Models

13.3. Decision-Making

13.3.1. Management and Decision-Making Processes
13.3.2. Management Styles
13.3.3. Types of Decisions

13.4. Strategic Planning

13.4.1. Objectives
13.4.2. Methods
13.4.3. Planning Dynamic Environments

13.5. The Process of Strategic Management

13.5.1. Types of Processes
13.5.2. Processes Mission and Analysis
13.5.3. Implementing Processes and Assessment

13.6. Organizational Structures

13.6.1. General Concepts
13.6.2. Mechanistic Structures
13.6.3. Organic Structures

13.7. Organizational Designs

13.7.1. Purpose behind Organization
13.7.2. Contingency Factors
13.7.3. Types of Design

13.8. Team Development and Performance

13.8.1. Definition and General Concepts
13.8.2. Efficient Teams
13.8.3. Global Teams

13.9. Company Communication

13.9.1. Function of Company Communication
13.9.2. Communication Methods
13.9.3. ICT Influences

13.10. Interpersonal and Organizational Communication

13.10.1. Basic Concepts
13.10.2. Interpersonal Communication
13.10.3. Organizational Communication

13.11. Company Motivation

13.11.1. Concept of Motivation and Application
13.11.2. Theories of Motivation
13.11.3. Motivation Implementation

13.12. Company Leadership

13.12.1. Contingency Theories
13.12.2. Types of Leadership
13.12.3. Company Leadership Implementation

13.13. Operations Control

13.13.1. Concepts of Control and Management Control
13.13.2. Control Processes
13.13.3. Measurements and Assessment

13.14. Operations Control Management

13.14.1. Control Tools
13.14.2. Correction Systems
13.14.3. Operations Control Advantages and Problems

13.15. Operations Management

13.15.1. The Importance of Management
13.15.2. Value Chain
13.15.3. Quality Management
13.15.4. Storage Costs, Picking and Packing
13.15.5. Distribution Costs

Module 14. Company Tax Regime

14.1. Concept and Characteristics of Taxes
14.2. Judicial Relationship and Tax Liability
14.3. Exemption, Non-Taxation, Accrual and Enforceability
14.4. Essential Components of Tax Liability
14.5. The Tax System and Tax Classification
14.6. Corporate Income Tax Calculation
14.7. Special Tax Regimes
14.8. Calculating Personal Income Tax
14.9. VAT
14.10. Obligations

Module 15. Digital Marketing Strategies

15.1. Digital Business Administration

15.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
15.1.2. Designing and Creating a Digital Marketing Plan
15.1.3. Digital Media Planning and Contracting
15.1.4. ROI Analysis in a Digital Marketing Plan

15.2. Digital Marketing for Brand Reinforcement

15.2.1. Brand Content and Storytelling
15.2.2. Hypersegmentation
15.2.3. Videomarketing
15.2.4. Social Sales

15.3. Defining the Digital Marketing Strategy

15.3.1. Closed Loop Marketing
15.3.2. Continuous Loop Marketing
15.3.3. Multichannel Marketing

15.4. Digital Marketing for Customer Engagement and Retention

15.4.1. Hypersegmentation and Micro-Localization
15.4.2. Loyalty and Engagement Strategies using the Internet
15.4.3. Visitor Relationship Management

15.5. Digital Marketing Trends

15.5.1. Digital Neuromarketing
15.5.2. Avatar Marketing
15.5.3. Bluecasting

15.6. Managing Digital Campaigns

15.6.1. Display Advertising and Rich Media
15.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
15.6.3. Advertising on Digital Television

15.7. Online Marketing Plan

15.7.1. Online Research
15.7.2. Creating an Online Marketing Plan
15.7.3. Configuration and Activation
15.7.4. Launch and Management

15.8. Blended Marketing

15.8.1. Integrating on and off actions
15.8.2. Personalize and Segment
15.8.3. Improve the User Experience

Module 16. Technology and Information in Digital Companies

16.1. Technological Environment

16.1.1. The Technological Environment
16.1.2. Functioning and Importance of IT in the Company
16.1.3. Needs and Opportunity Areas

16.2. Information Systems Management

16.2.1. Business Information Systems
16.2.2. Strategic Decisions
16.2.3. The Role of the CIO

16.3. Information Technology Strategic Planning

16.3.1. The Process of Strategic Planning
16.3.2. Formulating the IS Strategy
16.3.3. Strategy Implementation Plan

16.4. Information Systems and Business Intelligence

16.4.1. CRM and Business Intelligence
16.4.2. Project Management and Business Intelligence
16.4.3. Business Intelligence Architecture

16.5. Corporate Management Applications

16.5.1. Company and Industry Sector Analysis
16.5.2. Online Business Models
16.5.3. The Value of IT in a Company

16.6. Digital Transformation

16.6.1. Technology-Based Business Models
16.6.2. Innovation Abilities
16.6.3. Redesigning the Value Chain Processes

16.7. Technology and Trends

16.7.1. e-Commerce Strategies
16.7.2. Partner Media Strategies
16.7.3. e-Commerce Models

16.8. Outsourcing Information Technology

16.8.1. Establishing IT Goals
16.8.2. Supplier Selection

Module 17. Founding and Managing Companies in the Digital Environment

17.1. Global Economic Environment

17.1.1. The Fundamentals of the Global Economy
17.1.2. The Globalization of Companies and Financial Markets
17.1.3. Entrepreneurship and New Markets

17.2. Corporate Finance

17.2.1.  Financial Policy and Growth
17.2.2. Company Valuation Methods
17.2.3. Capital Structure and Financial Leverage

17.3. Economic Analysis of Decisions

17.3.1. Budget Control
17.3.2. Competitive Analysis
17.3.3. Comparative Analysis
17.3.4. Decision Making
17.3.5. Business Investment or Divestment

17.4. Information Systems in Companies

17.4.1. The Evolution of the IT Model
17.4.2. Organization and IT Department
17.4.3. Information Technology and Economic Environment

17.5. Corporate Strategy and Technology Strategy

17.5.1. Creating Value for Customers and Shareholders
17.5.2. Strategic IS/IT Decisions
17.5.3. Corporate Strategy vs. Technology and Digital Strategy

17.6. Information Systems for Decision-Making

17.6.1. Business Intelligence
17.6.2. Data Warehouse
17.6.3. Balanced Scorecard (BSC)

17.7. Digital Strategy

17.7.1. Technology Strategy and Its Impact on Digital Innovation
17.7.2. Strategic Planning of Information Technologies
17.7.3. Strategy and the Internet

17.8. Online Business Models

17.8.1. Analyzing Established Companies in the Technology Sector
17.8.2. Business Model Generation Systems
17.8.3. Analyzing Innovative Business Models in Traditional Sectors
17.8.4. Analyzing Innovative Business Models on the Internet

17.9. Company Systems Based on Collaboration

17.9.1. Customer Management Systems: Customer Relationship Management (CRM)
17.9.2. Supply Chain Management Systems
17.9.3. e-Commerce Systems

17.10. Social Businesses

17.10.1. Web 2.0 Strategic Vision and Its Challenges
17.10.2. Convergence Opportunities and ICT Trends
17.10.3. How to Monetize Web 2.0 and Social Media
17.10.4. Mobility and Digital Business

Module 18. Innovation Management in Digital Environments

18.1. Design Thinking

18.1.1. The Blue Ocean Strategy
18.1.2. Collaborative Innovation
18.1.3. Open Innovation

18.2. Strategic Innovation Intelligence

18.2.1. Technology Monitoring
18.2.2. Technology Foresight
18.2.3. Coolhunting

18.3. Entrepreneurship and Innovation

18.3.1. Strategies to Search for Business Opportunities
18.3.2. Assessing the Feasibility of New Projects
18.3.3. Innovation Management Systems
18.3.4. Entrepreneur Soft Skills

18.4. Managing Startups

18.4.1. Introduction to Financial Management in Startup Companies
18.4.2. Financial Metrics for Startups
18.4.3. Financial Planning: Projection Models and Their Interpretation
18.4.4. Valuation Methods
18.4.5. Legal Aspects

18.5. The Business Plan

18.5.1. Business Plan in the Digital Era
18.5.2. The Canvas Model
18.5.3. Value Proposition Model
18.5.4. Content and Presentation

18.6. Project Management

18.6.1. Agile Development
18.6.2. Lean Management in Startups
18.6.3. Monitoring and Project Management

18.7. Growth Phases in Startup Companies

18.7.1. Seed Phase
18.7.2. Startup Phase
18.7.3. Growth Phase
18.7.4. Consolidation Phase

18.8. Financing Startups

18.8.1. Bank Financing
18.8.2. Subsidies
18.8.3. Seed Capital and Accelerators. Business Angels
18.8.4. Venture Capital. IPO
18.8.5. Public to Private Partnership

18.9. International Venture Capital and Seed Capital Entities

18.9.1. International Venture Capital Entities
18.9.2. Private Investors: Caixa Capital Risc. Bstartup
18.9.3. FOND-ICO Global
18.9.4. Accelerators: Wayra, Lanzadera y Plug & Play

18.10. Lean Management

18.10.1. The Basic Principles of Lean Management
18.10.2. Improvement and Problem-Solving Teams
18.10.3. New Forms of Maintenance and Quality Management
18.10.2. Customer Communication Channels
18.10.3. Integration with the Online Store
18.10.4. Service Centers On-line

Module 19. Competitive Environment and Strategy

19.1. Global Economic Environment

19.1.1. The Fundamentals of the Global Economy
19.1.2. The Globalization of Companies and Financial Markets
19.1.3. Entrepreneurship and New Markets

19.2. Corporate Finance

19.2.1. Financial Policy and Growth
19.2.2. Company Valuation Methods
19.2.3. Capital Structure and Financial Leverage

19.3. Economic Analysis of Decisions

19.3.1. Budget Control
19.3.2. Competitive Analysis. Comparative Analysis
19.3.3. Decision-Making. Business Investment or Divestment

19.4. Information Systems in Companies

19.4.1. The Evolution of the IT Model
19.4.2. Organization and IT Department
19.4.3. Information Technology and Economic Environment

19.5. Corporate Strategy and Technology Strategy

19.5.1. Creating Value for Customers and Shareholders
19.5.2. Strategic IS/IT Decisions
19.5.3. Corporate Strategy vs. Technology and Digital Strategy

19.6. Information Systems for Decision-Making

19.6.1. Business Intelligence
19.6.2. Data Warehouse
19.6.3. Balanced Scorecard (BSC)

19.7. Digital Strategy

19.7.1. Technology Strategy and Its Impact on Digital Innovation
19.7.2. Strategic Planning of Information Technologies
19.7.3. Strategy and the Internet

19.8. Online Business Models

19.8.1. Analyzing Established Companies in the Technology Sector
19.8.2. Business Model Generation Systems
19.8.3. Analyzing Innovative Business Models in Traditional Sectors
19.8.4. Analyzing Innovative Business Models on the Internet

19.9. Company Systems based on Internet Collaboration

19.9.1. Customer Management Systems: Customer Relationship Management (CRM)
19.9.2. Supply Chain Management Systems
19.9.3. e-Commerce Systems

19.10. Social Business

19.10.1. Web 2.0 Strategic Vision and Its Challenges
19.10.2. Convergence Opportunities and ICT Trends
19.10.3. How to Monetize Web 2.0 and Social Media
19.10.4. Mobility and Digital Business

Module 20. Entrepreneurial Innovation and Initiative

20.1. Design Thinking

20.1.2. The Blue Ocean Strategy
20.1.3. Collaborative Innovation
20.1.4. Open Innovation

20.2. Strategic Innovation Intelligence

20.2.1. Technology Monitoring
20.2.2. Technology Foresight
20.2.3. Coolhunting

20.3. Entrepreneurship and Innovation

20.3.1. Strategies to Search for Business Opportunities
20.3.2. Assessing the Feasibility of New Projects
20.3.3. Innovation Management Systems
20.3.4. Entrepreneur Soft Skills

20.4. Managing Startups

20.4.1. Introduction to Financial Management in Startup Companies
20.4.2. Financial Metrics for Startups
20.4.3. Financial Planning: Projection Models and Their Interpretation
20.4.4. Valuation Methods
20.4.5. Legal Aspects

20.5. The Business Plan

20.5.1. Business Plan in the Digital Era
20.5.2. The Canvas Model
20.5.3. Value Proposition Model
20.5.4. Content and Presentation

20.6. Project Management

20.6.1. Agile Development
20.6.2. Lean Management in Startups
20.6.3. Project Tracking and Project Steering

20.7. Growth Phases in Startup Companies

20.7.1. Seed Phase
20.7.2. Startup Phase
20.7.3. Growth Phase
20.7.4. Consolidation Phase

20.8. Financing Startups

20.8.1. Bank Financing
20.8.2. Subsidies
20.8.3. Seed Capital and Accelerators. Business Angels
20.8.4. Venture Capital. IPO
20.8.5. Public to Private Partnership

20.9. International Venture Capital and Seed Capital Entities

20.9.1. International Venture Capital Entities
20.9.2. Private Investors: Caixa Capital Risc. Bstartup
20.9.3. FOND-ICO Global
20.9.4. Accelerators: Wayra, Lanzadera y Plug & Play

20.10. Lean Management

20.10.1. The Basic Principles of Lean Management
20.10.2. Improvement and Problem-Solving Groups
20.10.3. New Forms of Maintenance and Quality Management

Module 21. Digital Marketing and e-Commerce

21.1. Digital e-Commerce Management

21.1.1. New e-Commerce Business Models
21.1.2. Planning and Developing an e-Commerce Strategic Plan
21.1.3. Technological Structure in e-Commerce

21.2. e-Commerce Operations and Logistics

21.2.1. How to Manage Fulfillment
21.2.2. Digital Point-of-Sale Management
21.2.3. Contact Center Management
21.2.4. Automation in Management and Monitoring Processes

21.3. Implementing e-Commerce Techniques

21.3.1. Social Media and Integration in the E-Commerce Plan
21.3.2. Multichannel Strategy
21.3.3. Personalizing Dashboards

21.4. Digital Pricing

21.4.1. Online Payment Methods and Payment Gateways
21.4.2. Electronic Promotions
21.4.3. Digital Price Timing
21.4.4.  e-Auctions

21.5. From e-Commerce to m-Commerce and s-Commerce

21.5.1. e-Marketplace Business Models
21.5.2. s-Commerce and Brand Experience
21.5.3. Purchase via Mobile Devices

21.6. Customer Intelligence: from e-CRM to s-CRM

21.6.1. Integrating the Consumer in the Value Chain
21.6.2. Online Research and Loyalty Techniques
21.6.3. Planning a Customer Relationship Management Strategy

21.7. Digital Marketing Trade

21.7.1. Cross Merchandising
21.7.2. Designing and Managing Facebook Ads Campaigns
21.7.3. Designing and Managing Google Adwords Campaigns.

21.8. Online Marketing for e-Commerce

21.8.1. Inbound Marketing
21.8.2. Display and Programmatic Purchasing
21.8.3. Communication Plan

Module 22. Search Engine Marketing

22.1. How Search Engines Work

22.1.1. Indicators and Indexes
22.1.2. Algorithms
22.1.3. SEO and Corporate Branding

22.2. SEO Analysis

22.2.1. Determining KPIs
22.2.2. Generating Scripts and Alerts
22.2.3. Optimization of Images, Videos and Other Elements
22.2.4. Linkbuilding

22.3. Technical SEO

22.3.1. Web Performance Optimization
22.3.2. Real Time and Content
22.3.3. Relevant Tagging and Headers
22.3.4. Advanced WPO Techniques

22.4. SEO and e-Commerce

22.4.1. Conversion Rate Optimization
22.4.2. Google WebMaster Digital Business Tools
22.4.3. Social Proof and Viralization
22.4.4. Navigation and Indexability

22.5. Keyword Hunting for SEM

22.5.1. Adwords Keyword Tool
22.5.2. Google Suggest
22.5.3. Insights for Search
22.5.4. GoogleTrends

22.6. SEM and Google Adwords

22.6.1. Google Shopping
22.6.2. Google Display Network
22.6.3. Google AdWords Mobile
22.6.4. YouTube Advertising

22.7. Facebook Ads

22.7.1. PPC/PPF (Pay-Per-Fan) Adverts
22.7.2. Creating Facebook Ads
22.7.3. Facebook Power Editor
22.7.4. Campaign Optimization

22.8. SEM Strategy and Measurement

22.8.1. Quality Score
22.8.2. Site Links
22.8.3. KPIs
22.8.4. Impressions, Clicks, Conversions. Revenue, ROI, CPA

Module 23. Digital Communication and Online Reputation

23.1. Web 2.0 or the Social Web

23.1.1. Organization in the Age of Conversation
23.1.2. Web 2.0 Is All About People
23.1.3. Digital Environment and New Communication Formats

23.2. Digital Communication and Reputation

23.2.1. Online Reputation Report
23.2.2. Netiquette and Good Practices on Social Media
23.2.3. Branding and Networking 

23.3. Designing and Planning an Online Reputation Plan

23.3.1. Brand Reputation Plan
23.3.2. General Metrics, ROI, and Social CRM

23.4. General, Professional and Microblogging Platforms

23.4.1. Facebook
23.4.2. Linkedi
23.4.3. Google+
23.4.4. Twitter

23.5. Video, Image and Mobility Platforms

23.5.1. YouTube
23.5.2. Instagram
23.5.3. Flickr
23.5.4. Vimeo
23.5.5. Pinterest

23.6. Content and Storytelling Strategy

23.6.1. Corporate Blogging
23.6.2. Content Marketing Strategy
23.6.3. Creating a Content Plan
23.6.4. Content Curation Strategy

23.7. Social Media Strategies

23.7.1. Corporate PR and Social Media
23.7.2. Defining the Strategy to Be Followed in Each Medium
23.7.3. Analysis and Evaluation of Results

23.8. Community Management

23.8.1. Functions, Duties, and Responsibilities of the Community Manager
23.8.2. Social Media Manager
23.8.3. Social Media Strategist

23.9. Social Media Plan

23.9.1. Designing a Social Media Plan
23.9.2. Schedule, Budget, Expectations and Follow-up
23.9.3. Contingency Protocol in Case of Crisis

23.10. Online Monitoring Tools

23.10.1. Management Tools and Desktop Applications
23.10.2. Monitoring and Research Tools

Module 24. Performance and Inbound Marketing

24.1. Permission Marketing

24.1.1. How to Obtain a User’s Permission?
24.1.2. Personalizing the Message
24.1.3. Mail Confirmation or Double Opt-In

24.2. Strategy and Performance Techniques

24.2.1. Performance Marketing: Results
24.2.2. Digital Media Mix
24.2.3. The Importance of the Funnel

24.3. Affiliate Campaign Development

24.3.1. Agencies and Affiliate Programs
24.3.2. Postview
24.3.3. Defining Affiliate Programs
24.3.4. Display and Campaign Optimization

24.4. Launching an Affiliate Program

24.4.1. Affiliation and Direct Affiliation Networks
24.4.2. Results Analysis and Monitoring
24.4.3. Fraud Control

24.5. Developing E-Mail Campaigns

24.5.1. Lists of Subscribers, Leads and Customers
24.5.2. E-Mail Marketing Tools and Resources
24.5.3. Online Writing for E-Mail Marketing Campaigns

24.6. E-Mail Marketing Metrics

24.6.1. List Metrics
24.6.2. Newsletter Delivery Metrics
24.6.3. Conversion Metrics

24.7. Inbound Marketing

24.7.1. Effective Inbound Marketing
24.7.2. The Benefits of Inbound Marketing
24.7.3. Measuring the Success of Inbound Marketing

24.8. Target Research

24.8.1. Consumer Intent Modeling and Buyer Personas
24.8.2. Customer Journey Mapping
24.8.3. Content Strategy

24.9. Content Optimization

24.9.1. Content Optimization for Search Engines
24.9.2. Content Creation
24.9.3. Content Dynamization

24.10. Conversion

24.10.1. Lead Capturing and CRO
24.10.2. Lead Nurturing and Marketing Automation

Module 25. Web Analytics and Marketing Analytics

25.1. Web Analysis

25.1.1. The Fundamentals of Web Analytics
25.1.2. Classic Media vs. Digital Media
25.1.3. The Web Analyst's Basic Methodology

25.2. Google Analytics

25.2.1. Configuring an Account
25.2.2. Javascript Tracking API
25.2.3. Customized Reports and Segments

25.3. Qualitative Analysis

25.3.1. Research Techniques Applied in Web Analytics
25.3.2. Customer Journey
25.3.3. Purchase Funnel

25.4. Digital Metrics

25.4.1. Basic Metrics
25.4.2. Ratios
25.4.3. Setting Objectives and KPIs

25.5. Strategy Analysis Areas

25.5.1. Web Traffic Acquisition
25.5.2. Activation
25.5.3. Conversion
25.5.4. Loyalty

25.6. Data Science and Big Data

25.6.1. Business Intelligence
25.6.2. Methodology and Analysis of Large Volumes of Data
25.6.3. Data Extraction, Processing and Loading

25.7. Data Visualization

25.7.1. Viewing and Interpreting Dashboards
25.7.2. Converting Data into a Value
25.7.3. Integrating Sources
25.7.4. Presenting Reports

25.8. Web Analytics Tools

25.8.1. Technological Basis of WA Tool
25.8.2. Logs and Tags
25.8.3. Basic Labeling and Ad Hoc

Module 26. International Finance

26.1. Process Engineering and Product Engineering

26.1.1. Innovation Strategies
26.1.2. Open Innovation
26.1.3. Innovative Organization and Culture
26.1.4. Multifunctional Teams

26.2. Launch and Industrialization of New Products

26.2.1. Design of New Products
26.2.2. Lean Design
26.2.3. Industrialization of New Products
26.2.4. Manufacture and Assembly

26.3. Digital e-Commerce Management

26.3.1. New e-Commerce Business Models
26.3.2. Planning and Developing an e-Commerce Strategic Plan
26.3.3. Technological Structure in e-Commerce

26.4. e-Commerce Operations and Logistics

26.4.1. Digital Point-of-Sale Management
26.4.2. Contact Center Management
26.4.3. Automation in Management and Monitoring Processes

26.5. e-Logistics. B2C and B2B

26.5.1. e-Logistics
26.5.2. B2C: e-Fulfilment, the Last Mile
26.5.3. B2B: e-Procurement. Marketplaces

26.6. Digital Pricing

26.6.1. Online Payment Methods and Payment Gateways
26.6.2. Electronic Promotions
26.6.3. Digital Price Timing
26.6.4.  e-Auctions

26.7. Legal Aspects of e-Commerce

26.7.1. EU and Spanish Regulations
26.7.2. Data Protection
26.7.3. Fiscal Aspects of e-Commerce
26.7.4. General Sales Conditions

26.8. The Warehouse in e-Commerce

26.8.1. Peculiarities of the Warehouse in e-Commerce
26.8.2. Warehouse Design and Planning
26.8.3. Infrastructure. Fixed and Mobile Devices
26.8.4. Zoning and Locations

26.9. Designing an Online Store

26.9.1. Design and Usability
26.9.2. Most Common Functionalities
26.9.3. Alternative Technologies

26.10. Supply Chain Management and Future Trends

26.10.1. The Future of e-Business
26.10.2. The Current and Future Reality of e-Commerce
26.10.3. SC Operating Models for Global Companies

Module 27. Mobile e-Commerce

27.1. Mobile Marketing

27.1.1. New Consumption and Mobility Habits
27.1.2. The SoLoMo Model
27.1.3. The 4 Ps of the Marketing Mix in Mobility

27.2. Mobile Technology

27.2.1. Mobile Operators
27.2.2. Mobile Devices and Operating Systems
27.2.3. Mobile Applications and WebApps
27.2.4. Sensors and Integration with the Physical World

27.3. Trends in Mobile Marketing

27.3.1. Mobile Publishing
27.3.2. Advergaming and Gamification
27.3.3. Mobile Geolocalization
27.3.4. Augmented Reality

27.4. Mobile User Behavior

27.4.1. New Search Habits on Mobile Devices
27.4.2. Multi-Screen
27.4.3. Mobile as a Purchasing Driver
27.4.4. ASO, Mobile User Acquisition and Loyalty.

27.5. User Interface and Shopping Experience

27.5.1. m-Commerce Rules and Platforms
27.5.2. Omnichannel
27.5.3. Mobile & Proximity Marketing
27.5.4. Gap between Consumer and Advertiser
27.5.5. Mobile Commerce Content Managers

27.6. Apps and Purchases

27.6.1. Designing Mobile Commerce Apps
27.6.2. App Stores
27.6.3. App Marketing for Customer Loyalty
27.6.4. App Marketing for e-Commerce

27.7. Mobile Payments

27.7.1. Value Chain and Business Models of Mobile Payment Methods
27.7.2. Keys to Improve UX in Mobile Payment
27.7.3. Positioning Strategies in the Mobile Payments Market
27.7.4. Fraud Management

27.8. Mobile Analytics

27.8.1. Mobile Measurement and Analysis Methodologies
27.8.2. Mobile Metrics: Main KPI
27.8.3. Profitability Analysis
27.8.4. Mobile Analytics

27.9. Mobile Commerce

27.9.1. Services
27.9.2. Applications
27.9.3. Mobile Social Shopping

27.10. Mobile Social Media Applications

27.10.1. Integrating Cell Phones into Social Networks
27.10.2. Mobility, Relationship, Ubiquity and Publicity
27.10.3. Facebook Places
27.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 28. New Digital Trends

28.1. The Internet of Things

28.1.1. Visions and Challenges
28.1.2. Key Technologies
28.1.3. Pioneering Projects

28.2. Gamification

28.2.1. Business Gamification Techniques
28.2.2. Gamification Design Framework
28.2.3. Operating Mechanisms and Motivation
28.2.4. Benefits and Return of Investment

28.3. Big Data

28.3.1. Sectoral Application
28.3.2. Business Models
28.3.3. New Professions

28.4. Artificial Intelligence

28.4.1. Methodological Aspects in Artificial Intelligence
28.4.2. Heuristic Search
28.4.3. Rule Inference Methods
28.4.4. Semantic Networks

28.5. Robotics

28.5.1. Robot Morphology
28.5.2. Mathematical Tools for Spatial Localization
28.5.3. Cinematic Control
28.5.4. Criteria for Implementing an Industrial Robot

28.6. Modeling and Simulation

28.6.1. Modeling using DEVS
28.6.2. Modeling of Random Inputs
28.6.3. Generation of Random Inputs
28.6.4. Design of Experiments and Optimization

28.7. Implementing Cryptography in Technology Projects

28.7.1. Electronic Signature
28.7.2. Digital Certificate
28.7.3. Data Encryption
28.7.4. Practical Applications of Cryptography

28.8. Other Trends

28.8.1. 3D Printing
28.8.2. Drones
28.8.3. Computer Vision
28.8.4. Augmented Reality

This Advanced master’s degree allows training in simulated environments, which provide immersive learning programmed to train for real situations”